Revolutionizing Beauty Commerce: Inside Jason Wu Beauty's TikTok Live Selling Success
This year, Jason Wu Beauty went beyond simply creating makeup looks for the models walking the runway at New York Fashion Week. In collaboration with our partners at Orca , we introduced the first-ever TikTok Live Selling event from behind the scenes at Jason Wu’s Spring show.
Who better to spearhead a unique shopping experience that merges the worlds of high fashion and beauty in an unprecedented way? What set this initiative apart was the seamless integration of entertainment and commerce. Fans actively engaged with the live stream, witnessed the products in action, and with a simple tap on the pinned product, had it delivered to their doorstep.
This innovative approach not only democratizes access to runway beauty, a Jason Wu Beauty core value, but also capitalizes on the immediacy and interactivity of social media. The positive reaction to our event tells us this is the next wave of social selling. Beauty editors and content creators eagerly joined the Live to discuss their favorite products and participate in the experience. We saw more than double the number of fans participating, and they remained engaged for a longer period of time.
Our biggest takeaways were that special guests truly add to the Live experience, and the ability to use real time data to see what fans are interested in, and immediately turn those products into special offers and bundles, provides a dramatic lift in sales. It’s all about giving people what they want!
Have you ventured into live social selling? We'd love to hear about your experiences. Share what has worked well for your brand, or what strategies you're keen to explore next!
Digital Journalist, Creative Writer | In-arena Host
4moSo fun to jump in on the live during fashion week! Thanks, Bespoke Beauty Brands 😍
Social selling is the next big retail wave. Going live behind the runway at Fashion Week was both incredibly fun and a great expression of what's possible on platforms like TikTok. We brought each runway make-up look to consumers all over the world moments before they hit the runway and consumers could click to purchase with ease. Behind-the-scenes meets live engagement, (digital) trial and an easy path-to-purchase. Pure magic!
Great summary! Love working with JWB and Bespoke to bring these ideas to life. Thank you for being such incredible partners!